Qiu Zhiwei, a trendy news client
The pillow field coffee hidden deep in the rice fields of Dai Village in Xiaoshan, with its unique rural atmosphere and youthful and trendy rural business model, quickly gained popularity in just over two months after opening and became a popular destination for new internet celebrities in rural areas. A small shop in the fields, connecting the scenery of rice paddies, coffee leisure, and farming experience, injects new vitality into rural cultural tourism, and is a vivid portrayal of the "Ten Million Project" empowering rural revitalization and the flourishing growth of new business models.
Post-90s agricultural entrepreneurs Zhang Lei (right) and Wang Ying (center) excitedly gave themselves a big thumbs up. Photo by Qiu Zhiwei
On August 30th, we walked into the "Pillow Field Coffee" transformed from an old farmhouse, relying on the unique rural scenery to create a healing countryside leisure space. The small courtyard faces the endless rice fields, with mountains and hills in the distance. The gentle breeze brushes over the waves of rice, creating a natural and poetic atmosphere. The scattered arrangement of lawns, swings, and viewing platforms in the park, combined with simple and fashionable leisure furnishings indoors, perfectly blends rustic and trendy art, becoming a unique highlight of the small shop.
Lying flat next to the field in this way is a very relaxing thing. Photo by Qiu Zhiwei
This poetic rural new business model originates from the entrepreneurial aspirations of a couple of post-90s agricultural entrepreneurs. Zhang Lei and Wang Ying, who come from Henan and Hebei respectively, have been working hard and starting their own businesses in Hangzhou for ten years after graduating from university. They have been deeply rooted in the city for many years but are also concerned about their hometown. They have developed the entrepreneurial idea of rooting themselves in the countryside and revitalizing rural resources. The two of them personally designed, renovated, and decorated the old farmhouse, transforming it into a popular rice paddy caf é. The unique field aesthetic style has quickly made Zhen Tian Coffee popular, and young tourists who come to admire it on weekends are in constant flow. The fireworks and youthful atmosphere fill the countryside courtyard.
Two young girls clock in and take photos by the rice paddies, capturing beautiful moments in the countryside. Photo by Qiu Zhiwei
Rooted in Dai Village, deeply cultivating the local land, and talking about the future, founder Zhang Lei is full of longing. He expressed his hope to make the Zhentian Coffee brand bigger and stronger with dedication, continuously enrich the content of rural cultural and tourism experiences, and enable more young people to see, walk into, and love the countryside, truly rooted in Xiaoshan and deeply cultivating the countryside, using the power of youth to activate rural values and empower rural revitalization. Also, make yourself truly a Xiaoshan native.
The small lawn at the entrance is crowded with tourists who come to check in and take photos. Photo by Qiu Zhiwei
Zhentian Coffee is just a microcosm of Xiaoshan's youth migration plan. Batch after batch of agricultural entrepreneurs rush to the countryside, planting their dreams in the fields, using their youth and creativity to write stories of rural revitalization that belong to the new era.
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